CoWA Business Model
1. Key Partners
Diana Award
Anti-bullying, Mental Health & National Mentoring programme & working with schools Reach:
CAMHS
Referral potential for young people with Mental Health conditions Potential for partnering and providing live data Partnering around good practise and health psychology strategies (evidence based)
Corporate Sponsorship
Red Hat Arm Technologies IBM Amazon Barclay's (Lloyd's Banking group)
Community stakeholders
Tourettes Action Ambitious About Autism MIND Young Minds Local CCGs
KEY PERFORMANCE INDICATORS
Fremium Subscription Busines model: Coversion rate to Premuim Daily Active users User retention Referrers - using analytics Targets for specific audience groups Wider Social Media influence/mentions
2. Key Activities
Monthly Webinars
Insights into the app data analytics
Keynotes
At events around health and AI
Running Social Media Campaign
SEO & Influencers
Linking with Universities/Academia
Creating Research trends from data (when collected)
Tours around Mental Well-being at Schools
Mental Health Week/Programmes
3. Value Proposition
Statenment
Our CoWA AI App helps young people during the Coronavirus Pandemic who may experience a decline in their wellbeing by providing a holistic platform to monitor their social distancing activity, record and reflect on their daily moods, gain mindful inspiration and plan a daily schedule whilst filtering news stories and building up a repertoire of daily reads on diverse range of topics.
Social Distancing
Motivates users to take responsible decisions around social distancing and physical exercise. Also reduces anxiety and can push quiet times to visit parks on to the Agile planner. Even post Lockdown this will be beneficial.
Citizen Science
Use AI and anonymised data from App to identify trends and patterns in the community, specifically amongst young people, through analytical insights - present visualised graphs and hold Webinars where App Users get to ask questions and speak to experts.
Control News outlets with COVID filter
When highly stressed or anxious - constant negative news about the deaths and infection rates is to state of mental health - the option to just have non-COVID news is self-protective.
Provide young people with a community hub to promote kindness, social connections and build supporting mechanisms
Ethically principled AI App
No data passed on to third parties, fully anonymised data, transparent social action principles.
Provides Post - lockdown monitoring and support
Agile planner and live feedback loop
The App uses Behavioural and Mood Activation strategies and Health Psychology to provide a fully personalised interactive feedback loop that also provides AI insights into patterns and trends.
Mood Tracker and Trigger Mechanism
The voice journal enables the user to record their thoughts and feelings that are then converted into text and given sentiment analysis. The results are given were the user is asked to verify if the outcome is correct. They will then be given a Mindfulness tip in response. If the user doen't want to record anything they can just give a rating for how they feel or how anxious they are. The mindful tip with then be sent. This part of the app can trigger a prior agreed email to a designated friend/parent asking them to contact them as they may be feeling low. This automated email can help overcome the barriers of difficulties of directly asking for help.
4. Customer Relationships
user prompts
When costumers stop using parts of the app we will say, where are you, aren't using parts of the app. Then we will give them a reason to use it again.
Data analysis insights to user
Analyse patterns in happiness/sentiment and usage of other parts of the app to suggest what makes someone happy.
Feedback Loop
Using Evidence based Behavioural Activation Strategies. Always a positive relationship between the user and the app (never saying you're not doing this)
User Interaction
Through the scheduler - or through Popular Times (when the park is not busy suggest going). Push leisure items to your schedule from the wildcard activities (drag and drop)
Early Indicator For Intervention
Mindful tips and prompts. Also, emails to designated friends or parents.
5. Customer Segments
Overreaching
Utilising a holistic approach to bring together App functionality to promote well-being for young people affected by the Coronavirus Pandemic
Young People with existing Mental health Conditions
Depression Anxiety OCD
Teens: 13- 16
Those still at school
17-19
Those begining there journies with work/career pathways
Key workers
Use App as a way to deal with the stress of working on the frontline - record and process experiences they may not want to share with family.
6. Key Resources
Physical/Tech
Development Equipment Use of Tablets for Public Events and Sign ups Workshop Equipment IBM RedHat Amazon Survey Monkey
Intellectual
Partner with Universities and Public Health Organisations Lived Experience of Young People 4-5 years of Coding/Tech Experience Mentors
Human
Young Coders MeetUp Community Global Community of Tech & Business Incubators and Innovators Seeds Networks
Financial (Pre-launch Phase)
Requirements for running software at testing stage (SurveyMonkey, Google APIs, IBM APIs)
7. Channels
Social Media Campaign
Twitter Instagram Facebook
Blog articles
Word of Mouth
News
Media coverage - First News/BBC Click
Schools / Youth Groups
8. Cost Structure
Start Up costs
Intellectual Property API Keys Server Hosting SurveyMonkey Registration/Certification/Regulation
Operational costs
API Keys and Server Hosting/Maintenance Staff Costs - 2 front end developers, 2 back end developers Expenses - Travel, Communication Workspace - WeWorks Insurance Office Equipment - Computers
Social Media/Marketing costs
Social Media Campaign/Consultancy SEO Influencer Roadshows Workshops Talks Marketing Material Branding
Consultancy
Health Phycologist Academic Market Research
9. Revenue Streams
Featured articles from sponsors
on topics related to Young People, health and Mental wellbeing.
CoWA Webinars
Advertising job opportunities in additional section of Community hub
Government/Employers/Educational Institutions to pay to post volunteer, educational and Job vacancies
Unitise separate features
In-App - purchase access to Premium resources
Premium Subscriptions
For access to more extensive Mindfullness resources Being able to download and share Voice Journal Wider access to articles
Quarterly Bootcamps
Providing Live Data/Insights
For Public Health and Health Organisations
Consultancy Fees
For Engaging with Young People
Social Investors
Corporate Social Responsibility Funding Grants
10. Brainstorming Space
Proximity Sensor
There are some inherent difficulties in using Bluetooth - and with reliability of proximity sensing. Also need to consider Privacy issues.
Popularity Indicator
Need to study how data is used by Google. What level of anonymising is done, where does the data get sold off to and if it is secure - presently a general area is sent to the Google API and the users exact location is kept on the phone. Also cost involved with API data requests.
Voice Journel with Sentiment Analysis
It would be worth looking at developing own Machine learning model to mitigate bias evaluation and ensure diversity of training g dataset - to take in different ways users express how they feel - this is a crucial factor to build into the design and development of the AI algorithms.
Mindfulness Tips/feedback messages and interventions
We would collaborate with key partners/stakeholders from the Healthcare profession to develop evidence-based strategies and up to date intervention messages. Next steps is to offer links to Bio Feedback such as heart rates.
Agile Planner
There is so much potential which we would like to explore further as it is an essential part of behavioural and mood activation. It will yield invaluable insights and live data when fully linked to the other features.
COVID/Non-COVID News outlet (verified)
We need to assess how well the system was producing the correct news stories. How do we determine which News outlets we scrap information from.
Wildcard Function
This is a key part of the Behavioural Activation process to promote overall and balance well-being. The next stage is to use a Health Psychologist to collaborate in developing high quality content that are also best practice approaches to Mental Health conditions. This will ensure the safety of the users and promote a positive attitude to self-help and managing moods. Activities can be posted to the Agile planner and ticked off as done to promote sense of pleasure and achievement. Analytics could feedback how effective the suggestions are.
